20 Tools & Resources for Conducting Market Research

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Finding retired if a merchandise will beryllium successful beyond nan first curiosity is conscionable bully business. With marketplace research, you find whether nan opportunity exists, really to position nan merchandise aliases service, aliases what consumers' opinions are aft nan launch.

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If you're delicate to nan precocious costs of nonaccomplishment and request to stitchery facts and opinions to foretell whether your caller product, feature, aliases location will beryllium successful, commencement by investing successful marketplace investigation utilizing these devices and resources.

Here are 21 of nan champion devices for conducting marketplace research, including a fewer recommendations straight from HubSpot marketplace researchers. Let's dive in.

Featured Resource: Market Research Kit 

Market Research Kit (with 5 templates)

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Market Research Tools

  1. Glimpse
  2. Statista
  3. Think With Google Research Tools
  4. Census Bureau
  5. Make My Persona
  6. Tableau
  7. Paperform
  8. Claritas MyBestSegment
  9. SurveyMonkey
  10. Typeform
  11. Upwave Instant Insights
  12. Loop11
  13. Userlytics
  14. Temper
  15. NielsenIQ
  16. Ubersuggest
  17. Pew Research Center
  18. BrandMentions
  19. Qualtrics Market Research Panels
  20. Qualaroo

Helpful Market Research Tools & Resources

1. Glimpse


For Max Iskiev, Market Research Analyst astatine HubSpot, 1 investigation instrumentality stands retired from nan rest, and that's Glimpse.

He told me, "Glimpse is my favourite investigation tool. It's speedy and easy to use, allowing maine to creation and motorboat short surveys for real-time insights connected trending topics."

As a writer for nan HubSpot Marketing Blog, I've besides utilized Glimpse to tally short, 100-person surveys for articles (case successful point: Are Sales Reps Rushing Back to nan Office?).

Not only is Glimpse valuable for doing speedy pulse-checks connected nan latest trends, but it besides leverages nan powerfulness of AI for moreover deeper insights.

"Glimpse really shines erstwhile it comes to open-ended questions, utilizing earthy connection processing and AI to analyse emotion and sentiment, redeeming clip and offering invaluable insights," Iskiev shared.

Pricing: $1,000/month (Pro Account)

2. Statista

Statista information visualization level and marketplace investigation tool

Statista is simply a information visualization website that takes information from reputable reports crossed nan web and makes them easy and digestible for researchers, marketers, and merchandise creators conscionable for illustration you.

"Statista is for illustration my marketplace investigation sidekick, giving maine each nan information I request without nan endless search. No much digging done nan haystack, pinch Statista I tin spot trends and make informed decisions pinch ease," Icee Griffin, Market Researcher astatine HubSpot, told me.

Are you readying connected launching a caller video crippled and want to cognize really galore hours group walk playing video games? There’s a chart for that.

One neat facet of utilizing Statista is that nan aforesaid floor plan is updated arsenic nan years pass. Say that you want to allude to nan value of nan beauty market successful your proposal. If your investor accesses that aforesaid chart a twelvemonth from now, it will bespeak updated numbers, arsenic Statista ever finds nan astir caller investigation to update their visualizations. (Note that Statista doesn’t transportation retired original research.)

Pricing: Free; $39/month (billed yearly); $1,950 (one-time 30-day access)

3. Think With Google Research Tools

Think pinch Google marketplace investigation tools

Wish you had accusation connected your product’s likelihood of success? Think With Google's trading investigation devices connection absorbing insights connected whether anyone is looking for your merchandise (Google Trends), which markets to motorboat to (Market Finder), and what unit categories emergence arsenic nan months and seasons walk (Rising Retail Categories).

If you’d for illustration to marketplace your merchandise done YouTube, nan Find My Audience instrumentality allows you to analyse what your imaginable viewers are willing successful and what you should talk successful your brand’s YouTube channel.

Pricing: Free

4. Census Bureau

Census Bureau marketplace investigation tool

The Census Bureau offers a free assets for searching U.S. census data. You tin select by age, income, year, and location. You tin besides usage immoderate of its shortcuts to entree visualizations of nan data, allowing you to spot imaginable target markets crossed nan country.

One of nan champion ways to usage this instrumentality is by uncovering nan NAICS codification for your business, past accessing nan Tables tool, past clicking Filter connected nan sidebar and searching for your industry. Easily find retired wherever your target manufacture is astir celebrated — aliases wherever nan marketplace has been oversaturated. Another adjuvant instrumentality is nan Census Bureau Business and Economy data, wherever you tin besides target premade tables depending connected your industry.

Pricing: Free

5. Make My Persona

Make My Persona target purchaser creator and marketplace investigation tool

HubSpot's Make My Persona instrumentality allows you to create a buyer persona for your imaginable caller product. In this tool, you prime a sanction for nan persona, take their age, place their profession characteristics, and place their challenges, allowing you to pinpoint some demographic and psychographic information.

This instrumentality is astir suited for B2B merchandise launches because you’ll beryllium prompted to archive your purchaser persona’s profession objectives and role-specific challenges. As such, your merchandise would ideally lick a problem for them successful nan workplace aliases thief their institution execute gross goals.

Pricing: Free

6. Tableau

Tableau analytics level and marketplace investigation tool

Tableau is simply a business intelligence suite of products that allows you to “connect to virtually immoderate information source.” But nan information isn’t presented successful unreadable tables. Rather, Tableau helps you visualize this information successful a measurement that helps you glean insights, entreaty to outer stakeholders, and pass nan feasibility of your merchandise to imaginable investors.

You tin visualize information connected thing from maize accumulation successful tropical ambiance zones to agency merchandise income successful North America. With Tableau’s tools, you tin return arsenic granular aliases arsenic wide a look you’d for illustration into imaginable marketplaces and supplier regions. Tableau besides integrates good pinch spreadsheets and databases truthful that you tin export Tableau information to Excel, backmost up records successful Amazon Redshift, and more.

Pricing: $12/user/month (Tableau Viewer); $35/user/month (Tableau Explorer); $70/user/month (Tableau Creator)

7. Paperform

paperform homepage-1

A marketplace investigation study is an effective measurement to understand your target assemblage and their needs amended by asking them directly. Since this measurement is integral to knowing your dream customer’s problems, you want to guarantee nan process is arsenic interactive arsenic imaginable and incites an nonsubjective and meticulous response.  

With its free-text interface, Paperform is arsenic elemental arsenic penning a connection document. Make your study guidelines retired by customizing colors, fonts, layouts and themes, and create your unsocial look and feel. f you’re unsure wherever to start, you tin usage 1 of their expertly made questionnaires aliases marketplace investigation study templates to get you started. 

With Paperform, you tin adhd conditional logic to show aliases hide questions aliases full sections of content. Create afloat personalized paths for different personas to create much interactive forms that little drop-off rates and boost customer interaction. Or usage immoderate of nan 27+ mobility fields, for illustration nan ranking, matrix, aliases standard fields, to create visually engaging ways to cod information.

Pricing: Free (14-day trial); Essentials ($20/month); Pro ($40/month); and Agency ($135/month)

8. Claritas MyBestSegment

Claritas MyBestSegment marketplace investigation instrumentality for uncovering target audiences

Claritas MyBestSegment provides merchandise researchers pinch devices to understand an area's demographic accusation and nan area’s inhabitants’ manner habits. By uncovering retired what a conception of nan organization does — without having to spell retired and study them — you tin find retired which areas would beryllium astir receptive to a run aliases launch, which competitors are located nearby, and which manner trends person shifted aliases are connected nan rise.

A snapshot of an assemblage conception gives you basal accusation connected their family income, manner traits, employment levels, and acquisition levels. If you want much circumstantial information relating to these topics, you’ll person to contact Claritas’ income team to go a customer.

Pricing: Free; Pricing disposable connected request

9. SurveyMonkey

SurveyMonkey marketplace investigation instrumentality for surveying panelists

SurveyMonkey is simply a powerful instrumentality for creating in-depth market investigation surveys that will thief you understand your marketplace and user preferences.

With this tool, you tin create targeted, uber-specific surveys that thief you cod answers that pertain specifically to your product. While utilizing a information root tin springiness you a wide overview of your target assemblage and market, SurveyMonkey tin thief you get much granular insights from existent consumers.

SurveyMonkey offers dedicated market investigation solutions and services, including a world study panel, a study translator work for world research, and a reporting dashboard action that allows you to easy parse done nan results.

Pricing: Free, $32/month (Advantage Annual), $99/month (Premier Annual), $99/month (Standard Monthly); $25/user/month (Team Advantage, minimum 3 users), $75/user/month (Team Premier, minimum 3 users), Enterprise (Contact for pricing)

10. Typeform

Typeform surveying level and marketplace investigation tool

Like SurveyMonkey, Typeform allows you to tally investigation surveys to get nonstop answers from your target consumers. It’s an easy-to-use, mobile-optimized form-builder that's awesome for marketplace research.

Typeform’s distinguishing facet is that it shows viewers 1 shape section astatine a time. In its templates, it encourages a much conversational, casual attack (like successful its market investigation study template). This makes it a amended fresh for merchandise launches that target a younger demographic. If you’re targeting C-suite executives astatine established firms, see a much general action specified arsenic SurveyMonkey aliases keeping your reside much general successful your questions.

You tin create a wide scope of mobility types, including aggregate prime questions, short-form questions, and standing standard questions. Other features see nan expertise to callback answers from erstwhile questions and create logic jumps.

In a survey, you’d want to cod some demographic and psychographic information connected your customer, seeking to understand their purchasing behaviors and nan problems they encounter. The extremity is to find retired if your merchandise is nan solution to 1 of those problems — and whether, earlier launching, you should adhd much features aliases rethink your product positioning strategy.

Pricing: Free; $35/month (Essentials); $50/month (Professional); $70/month (Premium)

11. Upwave Instant Insights

Upwave Instant Insights instrumentality for marketplace and user research

Upwave Instant Insights is simply a user investigation instrumentality that’s portion of nan Upwave marque trading platform. While it isn’t advertised arsenic a study creation tool, it allows you to motorboat marketplace investigation surveys specifically to get user insights.

Instant Insights allows you to target audiences connected Upwave’s partner ecosystem and visualize nan information for easy scanning by cardinal stakeholders and investors. One pro of utilizing this level is that Upwave distributes your study to existent group — not conscionable group taking surveys for nan money, which could skew nan results.

To create a survey, you sign up connected nan Upwave platform, click your sanction successful nan precocious right-hand corner, and click “My Surveys,” wherever you tin create arsenic galore surveys arsenic you want. For nan Basic option, you person a 6-question limit, while nan Advanced action allows you to see unlimited questions.

Pricing: $2/study subordinate (Basic); $3/study subordinate (Extended); $4/study subordinate (Advanced)

12. Loop11

Loop11 usability testing level for marketplace research

Loop11 is simply a personification acquisition testing level that allows you to trial nan usability of your website, study personification intent, trial nan accusation architecture of your site, and analyse really nan personification acquisition changes based connected nan instrumentality they’re using.

This instrumentality is useful for marketplace investigation because you tin find retired whether your target consumers find your tract easy to navigate. You tin besides place snags that forestall conversions.

Loop11 tests your tract by making users execute tasks. They past complete a short mobility astir really easy aliases difficult nan task was to complete. Your merchandise whitethorn beryllium phenomenal, but unless consumers tin bargain it done your site, you won’t motorboat it successfully.

You tin usage Loop11’s participants aliases bring successful your own.

Pricing: $63/month (Rapid Insights), $239/month (Pro), $399/month (Enterprise)

13. Userlytics

Userlytics usability testing level for marketplace research

Like Loop11, Userlytics allows you to trial nan usability of your website, mobile app, and tract prototype. You tin target different devices, specify a purchaser persona, and disqualify participants based connected screening questions.

Testing is based connected tasks that your test-takers transportation out. They past reply a elemental mobility astir nan trouble of nan task. You tin building nan mobility successful various ways; you tin time off it open-ended, supply aggregate choices, aliases inquire for a rating. Other formats you tin usage see System Usability Scale (SUS) questions, Net Promoter Score (NPS) questions, and Single Ease Questions (SEQ).

Userlytics performs some a webcam and a surface recording. You tin comparison nan user’s answers pinch their reactions connected video to understand really they consciousness erstwhile they’re interacting pinch your assets.

Pricing: $49/participant (Quick & Easy); $69/participant (Annual Enterprise); Custom pricing disposable connected request

14. Temper

Temper speedy study instrumentality for marketplace research

Sometimes you request a no-frills trial to return nan beat of consumers. Temper allows you to create a question, drawback a snippet of code, and popular it onto your website. The smiley face, "meh" face, and frown look make it easy for viewers to make a threat judgment.

One awesome measurement to usage this instrumentality is by adding nan widget connected a blog station announcing nan motorboat of your caller product. That way, you tin find retired wide sentiment connected nan merchandise earlier launching it. You tin besides adhd it to a merchandise page, an email, aliases a landing page.

When you see nan widget, you tin alteration nan mobility to thing that’s tailored to your offerings.

Pricing: $12/month (Hobby), $49/month (Pro), $89/month (Business), $199/month (White Label)

15. NielsenIQ

NielsenIQ marketplace investigation advisor for endeavor firms

NielsenIQ is simply a unit and user intelligence advisor that useful pinch you to cod user insights, place nan champion distribution channels for your product, and create a scope of products that addresses nan needs of your target buyers.

This work helps you look astatine your merchandise motorboat from each angles and delivers forecasting data that predicts really your income will execute upon launch. NielsenIQ tin besides tally consumer insights surveys connected their database of panelists and partners.

Because it operates for illustration a advisor and not arsenic a self-service software, NielsenIQ is simply a amended action for established firms pinch a bigger merchandise motorboat budget.

Pricing: Pricing disposable connected request

16. Ubersuggest

Ubersuggest keyword investigation instrumentality for marketplace research

Ubersuggest is simply a elemental instrumentality for doing keyword and contented research. You tin input a phrase, and it'll create a database of keyword suggestions. You tin besides spot apical performing articles and pages truthful that you get an first knowing of nan type of contented that ranks for nan keywords.

This instrumentality is useful for marketplace investigation because you tin spot who your apical competitors are, really often your merchandise is searched for, and whether there’s capable abstraction successful nan marketplace for nan type of merchandise you’re launching. You tin besides find retired nan questions your target assemblage asks successful narration to nan product. Each of these questions tin beryllium turned into a blog station that tin pass your audience, expanding your marque authority and driving conversions.

Alternatives to Ubersuggest see Moz, Ahrefs, and SEMRush.

Pricing: Free; $29/month (Individual); $49/month (Business); $99/month (Enterprise / Agency)

17. Pew Research Center

Pew Research Center information sets for marketplace research

From economical conditions, to governmental attitudes, to societal media usage, nan Pew Research Center website has a ton of free investigation that you tin usage to amended understand your target market. Best of all, nan tract has interactive articles that let you to select and sift done nan information for much granular, targeted insights.

Topics see U.S. politics, integer media, societal trends, religion, science, and technology.

Pricing: Free

18. BrandMentions

BrandMentions societal monitoring level for marketplace research

BrandMentions is simply a societal media monitoring level that tin thief you understand what your prospective customers are buzzing astir online. Search for a keyword, and BrandMentions will show you caller societal posts that incorporate that keyword, on pinch nan discourse of its usage. After subscribing to nan platform, you tin besides get sentiment study connected nan keyword.

You’ll besides get different metrics specified arsenic Reach (how galore group position nan keyword per day), Performance (how galore group prosecute pinch nan keyword per day), and Mentions by Weekday (when group are mentioning nan keyword).

You tin usage this instrumentality for marketplace investigation by uncovering retired erstwhile group are looking for your merchandise connected societal media sites. When you commencement announcing nan caller product, you tin usage insights from this instrumentality to station astir nan motorboat astatine precisely nan correct time. It besides allows you to find retired really group are mostly emotion astir nan type of merchandise you’re launching. That way, you tin amended refine nan reside of your campaigns.

Pricing: $99/month (Growing Business); $ 299/month (Company); $ 499/month (Enterprise/Agency)

19. Qualtrics Market Research Panels

Qualtrics marketplace investigation panels for user insights

Qualtrics takes nan symptom of uncovering respondents for your marketplace investigation surveys done an online sample service. After identifying your target audience, you tin spell to Qualtrics for entree to a typical sample. You tin either usage your chosen survey software aliases usage Qualtrics’ built-in platform for insights and feedback.

Pricing: Pricing disposable connected request

20. Qualaroo


Qualaroo is an precocious personification and marketplace investigation instrumentality that helps you understand your target marketplace pinch targeted surveys. You tin tally surveys connected complete six channels astatine erstwhile (such arsenic website, app, product, societal media, and mail,) to get a 360-degree position of your existing and imaginable customers.

It comes packed pinch features for illustration mobility branching, 12+ reply types, automatic study connection translation, in-depth assemblage targeting, pre-built study templates, and an extended repository of professionally designed questions.

You tin create various marketplace investigation surveys successful minutes to cod information connected nan demographic, psychographic, and behavioral traits of your target audience. It tin thief you representation customers' expectations and preferences, create customer personas, and execute assemblage segmentation.

Qualaroo besides promotes speedy feedback analysis. Its in-built AI-based sentiment study and matter analytics motor automatically categorizes nan responses based connected personification moods. It besides highlights nan cardinal phrases and words successful real-time, redeeming hours of manual work.

Pricing: $80/month billed annually (Essentials); $160/month billed annually (Premium)

Conduct Market Research for a Successful Product Launch

Conducting marketplace investigation is basal to successfully motorboat a merchandise to market. With nan devices we’ve shared, you tin find retired who’s looking for your product, why they request it, and really you tin amended marketplace it upon launch, ensuring that it’s a success.

Editor's note: This station was primitively published successful April 2016 and has been updated for comprehensiveness.

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